London's Luxury Real Estate Developers: The Ultimate Amenities War
From Botox on demand to town cars that do school runs, London's luxury real estate developers are pushing the boundaries of luxury living with their latest amenities.
Luxury Real EstateLondonAmenitiesHigh Net Worth BuyersBotoxWegovyLodhaChelsea BarracksHolland Park GateOne CarringtonAllen HouseReal EstateJun 28, 2024
A recent report by LonRes revealed that sales of properties exceeding £5 million were down by more than 20% in May, making it the slowest May since 2017 (excluding the 2020 pandemic year). Meanwhile, London mansions are being discounted by as much as 30%. In this slow market, developers are having to get creative to attract buyers.
Camilla Dell, founder of buying agency Black Brick, notes that buyers in this price bracket are looking for more than just the apartment itself. 'They want a lifestyle,' she says. 'Developers are offering a range of amenities, from childcare to pet walking, to make life easier for their residents.'
One example is Chelsea Barracks, a newly built development that sells two-bedroom apartments for £6.7 million. The development has partnered with Effect Doctors, a concierge medical service, to offer residents access to general-practitioner doctor visits, vitamin IV drips, and even Botox and weight-loss drugs in their homes via the residents' services app.
The focus on health and lifestyle has become a major selling point for luxury developments. Jessica Bishop, real estate adviser at DDRE Global, notes that post-pandemic, people are placing a higher value on their health and wellbeing. 'Developments need to cater to this demand to remain relevant and desirable,' she says.
Developers are also having to compete with hotels, which are increasingly getting into the residence game. The Peninsula, which opened in London last year, offers its five-star service to residents, making it a major draw.
Some of the amenities on offer in London's most luxurious developments include
Holland Park Gate by Lodha, which offers a wellness suite with a pool, steam room, and sauna, as well as a house car to take kids to school and a dedicated music room for children.
One Carrington, which has partnered with a business-focused members' club and offers residents access to a gym, treatment room, and 25-meter pool.
Chelsea Barracks, which has a 32,749-square-foot wellness space with a 25-meter pool, a business suite with private offices, a children's playroom, and an underground sports hall that can be used as a championship tennis court.
Allen House, which features a gym with Pelotons and one of the biggest private gardens in the Kensington area, as well as access to a concierge service connected to Harrods.
With service charges ranging from £14.5 per square foot to over £22,900 per year for a two-bedroom apartment, these amenities come at a premium. But for those who can afford it, they offer a level of luxury and convenience that is hard to resist.
Lodha is a leading luxury real estate developer based in London. With a focus on creating exceptional living experiences, Lodha has developed some of London's most prestigious addresses, including Holland Park Gate.
Black Brick is a buying agency based in London, specializing in luxury property purchases. With a team of experienced agents, Black Brick offers a personalized service to help clients find their dream home.
DDRE Global is a real estate advisory firm based in London, providing expert advice to developers, investors, and individuals looking to buy or sell luxury property.
Effect Doctors is a concierge medical service based in London, offering a range of medical services, including general-practitioner doctor visits, vitamin IV drips, and aesthetic treatments like Botox and Profhilo.
Frequently Asked Questions
What kind of amenities are luxury real estate developers in London offering to attract high-net-worth buyers?
Developers are offering a range of amenities, including access to private members' clubs, doctor services with Botox available via an app, and town cars to drive children to private schools.
Why are luxury sales slowing in London?
According to a recent report by LonRes, sales of properties exceeding £5 million were down by more than 20% in May, making it the slowest May since 2017 (excluding the 2020 pandemic year).
What kind of services does Effect Doctors offer to residents of Chelsea Barracks?
Effect Doctors offers a range of medical services, including general-practitioner doctor visits, vitamin IV drips, and aesthetic treatments like Botox and Profhilo.
What kind of amenities does Holland Park Gate by Lodha offer?
Holland Park Gate offers a wellness suite with a pool, steam room, and sauna, as well as a house car to take kids to school and a dedicated music room for children.
How much do service charges cost for a two-bedroom apartment in Chelsea Barracks?
Service charges can cost up to £22,900 per year for a two-bedroom apartment in Chelsea Barracks.
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